© Copyright 2004 Persona Corp is an Ontario corporation. All
® The Persona Principle and Persona Plan and the Persona logo
are registered trademarks owned by Derek Armstrong and Kam Wai Yu.
image.jordanonlinesale.org, www.personaplan.com, www.personako.com
are operated by Persona CorpTM Image-Marketing, Imaging Your Success,
The Image-Marketing Thought Leaders, Persona Inventory, Persona
Credibility Index, Persona Compromise Quotient, Persona Asset to
Liabilities Ratio, PAL, TAAS, Total Adjusted Aggression Shortfall,
Persona Goals, Persona Audit, Persona Knowledge Base, Persona KO,
Persona Think Tank, Persona Light, PCI, PIC, PCQ are all trademarks
owned or used by Derek Armstrong and Kam Wai Yu over many years.
Persona Plan software is patent-pending. The Persona Principle is
a trademark and a system rather than a corporate entity. Errors
and Omissions Excepted (E&OE). Persona Corp is not liable for
any errors or omissions. Persona Corp and The Persona Principle
Inc. are not the same corporations.
has built dozens of success brands.”
Creators of Image-Marketing.
Inventors of Image-Marketing.
Award-Winning Creative Work for over 280 clients — work
that generated results!
Persona creative teams who are the
acknowledged Image experts.
The Image-Marketing Detectives
We’ve been called the Image
Sleuths. Our approach allows us to find opportunities that have
been missed — opportunities for growth that make the difference
Image-Marketing Thought Leadership
The Persona team remains dedicated
to the mission of thought leadership in the niche we created -–
the most powerful and proven equity marketing method. From blue
chips to start ups, over two hundred clients have surpassed their
goals with Persona.
Excellence in Image. From our best-selling
books, to self-help software,
to formal consulted Persona Plans and consulting, Persona Corp remains
the world leader in Image-Marketing.
We work only with clients dedicated
to growing into leadership positions in their industries, using
proprietary tools and patented methods. Over 200 clients we’ve
taken to the next level of their growth.
The Opportunity Finders
We are the ultimate Image detectives.
Problem solvers. Opportunity finders. We always find the opportunity
that makes the difference. The unique positioning that takes you
to the next level. The crucial strategy or tactic which enables
The Persona Difference
With many talented creatives available, why use Persona.
Our award-winning teams are acknowledged leaders in creative.
But more importantly, they understand the power and application
of Image-Marketing and Equity-Marketing.
Our creative teams get results through the combination of
talent, strategy and Image-Marketing expertise.
“The Persona Principle works.
We only hope our competition doesn’t catch on.”
NEXT PAGE >>
Creative Makes a Difference
recently had the fortunate experience of attending a Persona
workshop. I left enlightened and inspired.” Janet Hughes
All Persona consultations are principle-driven, and personally
conducted by an inventor of The Persona Principle system and
Persona Plan methodology.
For newcomers to the power of Persona, often the best approach
to Image-Marketing and Persona equity marketing is to engage
in a full consulted Persona
If you have a specific need, the following consulting engagements
might be appropriate:
Specific addressable business
or marketing problem
35 hour concentrated consultation
Our principle consultant will focus on your issue, explore
solutions, advise and participate with your team. Requires
the activities be mostly focused over a one-week period.
Basic advice or team participation
Per diem consultation
Our principle consultant can participate in 8 hour consultations,
focused around specific micro issues, advice on bigger issues
in a meeting forum or any other appropriate consulting services,
such as working with an executive team on their business or
Ongoing support and advice
Monthly retainer based on blocks
of time per month
You decide how many hours of principle consultant time is
required and a contract is drawn up, with monthly payments
in advance. Meant for ongoing problem-solving or image-governance
Morale, corporate culture,
training issues and launches
Persona workshops for teams of
12 or more.
Designed as training and inspirational sessions and can be
customized to drive momentum to launches of your new image
or year-end reporting.
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methodologies have helped over 200 brands succeed where ordinary
marketing, advertising or branding had failed to achieve leadership
Persona Credibility Index
Now widely adopted in schools and by ad agencies, our proprietary
Persona Credibility Index measures your credibility against
your competitors in relative terms. All of our proven methodology
relies on this accurate and meaningful index
Ask for your Persona
A Persona Plan or Image-Marketing Plan
cannot be developed without a full audit. We analyze your
Persona Assets (Image-Marketing strengths) and Persona Liabilities
(Image-Marketing weaknesses) and compare to industry researched
benchmarks. This is the starting place of any good plan. The
Assets are used tactically in your plan. The Liabilities are
remedied. Opportunities are found that maximize equity and
momentum. A Persona Inventory is the most thorough system
available, analyzing you on 92 separate points.
Ask for your Persona
Using our proprietary software we can
measure your relative position in YOUR marketplace and set
micro and macro goals. Our principal consultant then works
with your team to develop your Persona Plan:
Full 92 point audit and analysis
Persona Credibility Index
Five year Equity-Marketing Strategy
One year Tactical Image-Marketing Plan
One year Communications Tactical Plan including Media Plan
Consulting on implementation
This method is proven with top companies worldwide and has
a near-perfect track record against client goals.
Ask for your Persona
defined Image-Marketing in 1988 as a scientific approach to
investing equity in your image: your company image, your product
brand image, your image.
Image-Marketing STARTS with brand marketing and expands the
definition to include ALL areas of perception or Image.
Unlike Brand Marketers, Image-Marketers
view ALL areas of the marketing matrix and corporate image
as elements of equity position, from office culture and history
to communications and image tools such as public relations
and brand positioning.
Persona Image Sleuths
Our Image Sleuths explore and
audit each of 92 elements of public image and rate them as
either assets or liabilities. The assets are used to invest
in your equity. The liabilities are corrected or mitigated.
Opportunities are found that make the difference in momentum.
There is no better way to achieve your business and sales
“With Persona, create
an effective plan to reach all your business, sales and marketing
goals – on image alone.” Dayton Daily News.
know that only 26% of all businesses write a marketing plan,
and 58% of those that did not cited 'lack of expertise' as
the main reason. We created Persona Plan to solve this, and
Your brand has stopped growing and
competitors encroach on your territory.
You cannot find investors for
your visionary new technology.
Your advertising gets no results,
even when you spend millions.
Your original concept cannot
find an audience.
You know you need to do a marketing plan,
but don't have the time.
You are coping with managing
your business, but not growing it.
Your budget is limited and you get
no results from your marketing.
You know you need a brand plan,
but don't have the expertise.
You venture capitalists told you that you
need to work on your marketing plan.
You don't have a clear position or image for your company.
There are many ways to approach these problems – consultants,
self-help books, experts, hard work, sweat capital, luck –
but if you want to remove risk factors and reduce costs, you
need a formulated, proven solution.
Complete a Persona Plan.
on decades of work and years of research, the eight Persona
Factors are now taught in schools and used by marketers around
These principles are universal to EVERY industry. To some
extent they are used widely. Only Persona uses ALL of them
in their work, from creative executions to formal Persona
Planning. And only Persona has the entire matrix of research,
benchmarks and methodologies that can ensure high momentum
A light study of the eight factors is presented as eight chapters
of the best-selling book, The Persona Principle (Fireside
and Simon & Schuster).
To learn more about the eight factors, feel free to contact
one of our consultants. A short eight-case study presentation
For each of the eight factors we’ve established a body
of research and benchmarks which allow you to index or compare
to your competition.
Aside from the “common sense” wisdom contained
in these principles, in our methodology we address each and
every factor strategically and tactically in planning and
creative executions. The factors are
Persona Factor 1
The Image Factor
The Image of success has more value than tangible success.
Persona Factor 2
The Reality Factor
Your image must be based on truth.
Persona Factor 3
The Custom Factor
Build your Persona based on your goal then customize your
image based on your unique selling proposition to your unique
Persona Factor 4
The Credibilty Factor
Your persona must be believable and based on values with which
your target audience can empathize.
Note: This is the most
important factor, so important we’ve created the world
famous Persona Credibility Index (PCI). Don’t use intuition
in planning or executing to this important factor.
Persona Factor 5
The No-Compromise Factor
Your Persona, once established, must be treated as a set of
rules that may never be broken.
Note: without perfect consistency there can be no equity.
Persona Factor 6
The Growth Factor
If you follow Persona methodology, your endeavour with grow
at a compound rate until, at maturity, equity grows on its
Persona Factor 7
The Research Factor
No success can be obtained without CORRECT research and analysis.
Persona Factor 8
The Independence Factor
Persona must live. You give birth to a perfect child (through
research and planning and execution), nurture your child (through
consistency) and then allow Persona to live free of its creators.
about the IMPORTANT 88 Persona Codes
a consultant to show you 8 case studies illustrating successful
implementation of the 8 Persona Factors
the 8 Persona Factors address the strategic elements of Image
Marketing, the 88 Persona Codes are where the true power is
— at a tactical level.
Even for creative executions of an annual report or a website,
we deploy all appropriate codes. They are based on research,
summarized in the best-selling book The Persona Principle,
and used in Persona Planning methodology.
Note: Due to the complexity
of the code data, the book necessarily provides only a short
summary of the code’s definition, without tactical directions.
A substantial body of data and expertise is deployed in realizing
the full value inherent in these codes. Gain the full power
of Persona Image Marketing in your creative, strategies and
planning, by engaging Persona to deploy the Persona Codes:
1 – Code of Imaging
2 – Code of Rationales
3 – Code of Playing Hard to Get
4 – Code of Religion
5 – Code of First Mind
6 – Code of Exposure
7 – Code of Creativity
8 – Code of Memory
9 – Code of Body Language
10 – Code of the Package
11 – Code of the Race
12 – Code of Goals
13 – Code of Barriers
14 – Code of Ownership
15 – Code of the Hero
16 – Code of Character
17 – Code of Service
18 – Code of Inventory
19 – Code of Risks
20 – Code of Continuity
21 – Code of Horn Blowing
22 – Code of the Dark Half
23 – Code of Complainers
24 – Code of Collective Conscious
25 – Code of Patience
26 – Code of Weakness
27 – Code of Impact
28 – Code of Reach
29 – Code of the Unexpected
30 – Code of the Turnaround
31 – Code of War
32 – Code of Directions
33 – Code of Campaigns
34 – Code of Strategy
35 – Code of Humanity
36 – Code of Dreams
37 – Code of Testimonials
38 – Code of Truth
39 – Code of the ASS
40 – Code of Gossip
41 – Code of Fashion
42 – Code of Acting
43 – Code of the Environment
44 – Code of Equity
45 – Code of Calls
46 – Code of Symbols
47 – Code of Targeting
48 – Code of Quality
49 – Code of Energy
50 – Code of Slogans
51 – Code of Being Easy
52 – Code of Advertising
53 – Code of Invention
54 – Code of Selling
55 – Code of Speculation
56 – Code of Maturity
57 – Code of Loyalty
58 – Code of Networking
59 – Code of Expert
60 – Code of Regularity
61 – Code of Talent
62 – Code of Change
63 – Code of Courtesy
64 – Code of Pause
65 – Code of Dress
66 – Code of Strength
67 – Code of Competence
68 – Code of Contrasts
69 – Code of Foreshadowing
70 – Code of Reliability
71 – Code of Familiarity
72 – Code of the Bribe
73 – Code of Power
74 – Code of Damage Control
75 – Code of Detail
76 –Code of Clairvoyance
77 – Code of Drilling
78 – Code of Technology
79 – Code of Doctors
80 – Code of Hype
81 – Code of Price
82 – Code of Mistakes
83 – Code of Eagerness
84 – Code of Twos
85 – Code of the Vigilante
86 – Code of Last Place
87 – Code of Ethics
88 – Code of Pride.